As part of a first-of-its-kind partnership, James will star in a
four-part video cover story in the next issue of SWAG, the new digital
publication from Champs Sports. The magazine features original content
that gives teen athletes and fans a unique look at sports culture
through the eyes of today’s most relevant athletes and entertainers. The
issue featuring LeBron will be available on December 10 on iTunes at http://bit.ly/Wy332r.

His video series, titled “SWAG16,” features a list of James’s 16
favorite things, which was compiled through a series of interviews with
friends and family who know him best. Those must-have things – including
Twitter, fresh haircuts, NFL Sundays and the ‘90s sitcom Martin –
are pitted head to head in a bracket-style showdown as James is quizzed
by comedian Jerrod Carmichael to reveal the one thing he couldn’t
possibly live without.

Before SWAG magazine goes live in December, LeBronJames.com will play
host to an exclusive SWAG16 Bracket Contest, which centers on a
clickable interactive game. The game gives consumers the chance to enter
to win a pair of signed Nike LeBron X shoes. LeBronJames.com also will
include ads directing visitors to a branded microsite on champssports.com
where they can purchase the latest LeBron James sneakers, apparel and
accessories. The partnership also will be cross-promoted through digital
and social media marketing, as well as influencer outreach and paid
advertisement.

“LeBron James is the athlete who most resonates with the core Champs
Sports customer, so partnering with him to produce original content and
integrate marketing efforts across both brands is a tremendous
opportunity for us,” said Frank Bracken, vice president of marketing,
Champs Sports. “And LeBron’s digital footprint is so large, active and
culturally relevant, that it allows us to integrate our brand content
and engagement programs into his digital platforms in such an organic
and natural way.”

"We are very excited about this new partnership with Champs Sports. It
helps us tell an original story about LeBron by connecting directly with
fans through our digital and social platforms," said Maverick Carter,
CEO of LRMR. "LeBronJames.com
is a community of fans who share LeBron's love of sports, entertainment,
technology and fashion. SWAG16 from Champs Sports is the perfect content
partner for our site because it's an authentic and engaging way for fans
to hear directly from LeBron. We are always looking for new ways to work
with partners and SWAG16 is an important model for what we are doing in
the digital space."